When Viral Marketing Works Too Well
If you were paying attention to the news or social media at all around July 12, you probably heard about Build A Bear’s “Pay Your Age” day. Hordes of parents with children showed up for this amazing deal, waiting for hours for the bargain. Stores had to close their doors because the crowds were too big. Officials cited safety concerns in many places.
It was a huge case of viral marketing that worked too well.
Honestly, that they didn’t consider the crowd situation well enough surprised me. As soon as I heard about the deal, I knew the crowds would be unmanageable, which is why I didn’t tell my youngest about it. I knew she’d desperately want to go, and I am not the kind of mom who stands for hours in line for a toy.
All this was to promote their program that kids can get a pay your age birthday bear. The company also offered $15 vouchers to make up for the mess. Not the same as paying your age for most people, but not a terrible deal.
This kind of problem can hit you as an online business too. Going viral is a goal most bloggers and online business owners have. Not everyone is ready for what can happen.
My Experience With Too Much Website Traffic
I’ve been hit with an excess of traffic once myself. It was quite an experience. The timing was such that it was more difficult to deal with than it would have been at any other time.
You see, I had just moved. My site had been hit so hard that my host had shut it down for overusing the server.
And I didn’t know until the cable company connected my internet service.
In this case, it was a link to my site in an article that was shared on a few big sites. All at once, I had far more traffic hitting my site than my hosting plan allowed.
There were comments on the articles questioning my legitimacy because my site was down. Somehow I might be trying to scam people because my site was down. I’m not sure how that works, but some people were concerned.
Fortunately, my hosting company was very willing to work with me on a temporary upgrade to deal with the sudden increase of traffic. The increased income was worth the trouble.
Why wasn’t I prepared?
The interview I had done for the article had happened months before. I didn’t know where or when it would be posted. In fact, I had given up on anything happening with that interview. So naturally, things happened right when we had to move for my husband’s new job.
That’s how things work, isn’t it?
It was also my first huge surge in traffic. I’d never experienced anything like it before. I learned a lot about the kind of traffic that’s available in this niche that way.
Going viral is often hard to prepare for, no matter how hard you’ve worked at it.
What Is Viral Marketing?
People always talk about going viral. Most people can name things they’ve seen go viral.
It’s not just big companies that go viral. How many people remember “the dress?” Mentioning the dress can still make some people groan over the whole fuss about what color it was. I’ve seen a few other attempts at going viral over colors that people disagree on, but nothing like that.
The goal of viral marketing is to spread information by word of mouth. Many companies aim to get viral campaigns going over social media, as many people share freely on social media.
How the marketing campaign spreads doesn’t matter, so long as it spreads widely. You don’t see many campaigns aiming to go viral over email these days. This probably has to do with the frustration many people have over forwarded emails. They can get difficult to read as they get repeatedly forwarded, diminishing the effect over time.
Viral marketing campaigns can be entertaining. They can offer an exceptionally good deal.
Viral marketing does not have to spread out to everyone. You only need your marketing to spread to your target audience. People who will never be interested in what you have to offer are not your target for any kind of marketing.
Going viral will be different for every marketer. If your niche is small, you don’t want a viral campaign that appeals to the world.
Let’s say you’re selling a blogging course, as many bloggers do. You’ve had some success with your blogging, and you want to share your techniques with people interested in starting their own blogs.
While you may think of blogging as something anyone can try, the simple truth of the matter is that you need better targeting than that. Who do you think will be interested in learning to blog from you? Pick your niche.
Your target audience will probably relate to the kind of blogging you do. They’re the people you can give the best advice to. There are some differences, after all, in blogging about parenting versus running a blog for a charity.
If you’re trying to go viral, target the audience you know. A successful parenting blogger already has some ideas on how to attract people to that subject. You will probably have more luck attracting people in that niche who would also like to start a blog than in attracting people who aren’t in that niche. You already have a reputation and a following in your niche, which gives you a head start.
Target the people trying to start a blog for a charity, and they’ll see you as just some parenting blogger, not a real authority on their needs. An attempt to catch their attention and get them to buy your course will probably fall flat.
Going Viral Is Not Always Deliberate
Much as you might want control over when you go viral, it’s not something that happens on command, nor can you avoid it at times. Word of mouth marketing of any sort is impossible to control.
Just imagine having a business where you make something, and without advance notification, it gets featured on a huge site. You get slammed with business, plus criticism for not having enough of your product.
Yet all you did was run your business as usual. The discovery and word of mouth chatter wasn’t due to anything unusual you did, aside from offering an interesting product. Hopefully, you can make the most of it if that ever happens to you.
Is Viral Always Good For A Business?
Viral marketing attempts can go sour. Going viral in the wrong way can be damaging to your business. Too great a focus on going viral can be one of the biggest social media mistakes you can make. Viral marketing is only a part of your social media strategy. It shouldn’t be the whole thing.
Just think about how “switching” to IHOb went for IHOP. That attempt at going viral resulted in significant mockery for them. They also got attention to their new burgers, which may be a benefit, but overall most people weren’t impressed. But if getting people to talk about the switch was the goal, it worked. People now know IHOP has burgers, even if they didn’t like the marketing campaign at all.
On the other hand, it was a lot of fun for other restaurants to mock the switch:
Can't wait to try a burger from the place that decided pancakes were too hard.
— Wendy's (@Wendys) June 11, 2018
Remember when you were like 7 and thought changing your name to Thunder BearSword would be super cool?
Like that, but our cheeseburgers are still better.
— Wendy's (@Wendys) June 11, 2018
— Red Robin (@redrobinburgers) June 11, 2018
👦: Grandpa, do you remember the Great Burger Wars?
👴: lol no I was chillin drinkin milkshakes and trying to make sense of Westworld
— Denny's (@DennysDiner) June 11, 2018
As much as we love our pancakes, we'd never change our name to Whatapancake
— Whataburger® (@Whataburger) June 11, 2018
Sometimes a company will go viral for something they did wrong. Think about some of the recent videos you may have seen of people being kicked off their plane flights.
Viral videos can also impact individuals. The video of the woman calling police on the little black girl who was selling water in front of her apartment ended with the woman resigning from her job.
Sometimes companies react well to negative viral videos. Starbucks closed their stores for a day of retraining after a video of two black men being arrested at one of their locations went viral. Starbucks has been very open about the changes they’ve made to hopefully avoid such racial profiling in their stores in the future. Hopefully it sticks.
How To Prepare For When Viral Marketing Works
If you’re trying to figure out viral marketing, you need to consider what happens when it works out. You don’t want to be caught unprepared if things work out.
For an online business, that means high quality hosting. I’m currently using A2 Hosting, which I like quite well. I haven’t had the chance to test them on high traffic levels yet, but they have upgrades available, so if the plan I have right now isn’t enough, I can move to something better.
If you’re serious about going viral, the time will come that you will need a virtual private server or dedicated hosting. If you’re earning money, these become a good investment and will be vital to your success.
Unless you’re completely comfortable with controlling the server on your own, you would want managed versions of these types of hosting.
Any host will shut you down on a shared server if you’re using more than your share of resources for a period of time. That’s so that your traffic surge doesn’t take down other sites. You would want them to do that to any other site on your shared hosting if it were your site being taken down by a surge on someone else’s site.
A good hosting company will help you move your site FAST if you get clobbered by traffic. But they may or may not contact you to let you know that you need the upgrade if you want your site up.
If your marketing is going well, it will be worthwhile to stay on higher level hosting, rather than bumping up when the rush comes.
Make Sure Your Product Is Ready
One of the big mistakes Build A Bear made was in not having their stores and products ready. They knew there would be a surge of traffic. They vastly underrated how huge the surge would be.
Whatever your product may be, if you’re trying to go viral, make sure you have enough for the potential demand.
This is relatively easy if your product is downloadable. All you need are servers powerful enough to take the traffic.
It’s much more difficult if you’re offering a physical product. You may have to explain to disappointed customers what your production times are, or even refuse orders if you don’t have a way to increase product production.
There’s no point to trying to go viral if you don’t have a product, even if that product is simply the content on your site. Make sure you have a solid way to monetize your traffic if that’s the case, of course. You don’t want to pay for more powerful servers if you can’t earn anything.
Being caught unprepared is how viral marketing can go too well for a small business or blog. If you’re trying to go viral, make plans for if you succeed. Even if you aren’t trying to go viral, consider what you would do if you suddenly had more traffic to your site than you can currently handle.
It won’t hurt to plan ahead so you can move quickly should the situation arise.